From the course: Advanced Google Ads

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Building a swipe file for creative ideas

Building a swipe file for creative ideas - Adwords Tutorial

From the course: Advanced Google Ads

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Building a swipe file for creative ideas

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- [Instructor] Before you can innovate on ad copy, it helps to know the rules of what has come before. Building Swipefiles, which are just collections of good ads that you've seen, has been in practice amongst marketers since at least the 1960s. The great news is that today, with digital marketing, the whole process has gotten a lot easier. On one side, we have a lot more transparency in terms of which ads are shown for different advertisers. For example, we can look at Uber Eats, and then click on here, and select Text, and we can see all the different ads that Uber Eats runs in the US. And we can start to see patterns in terms of what types of advertising hooks they use, whether they advertise a restaurant, or cereal food category, et cetera. And we can do that for all the competitors too and build up a map of the industry. I've actually done that here, and I think this is the other thing that has really helped a lot…

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